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Credibility and image management

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  • title
  • Obama video
  • chenxing
  • video
  • Transcript

    • 1. Josh Hall
      John Miller
      Chenxing Zhang
      Jaime Farquhar
      Credibility and Image Management
    • 2. http://www.youtube.com/watch?v=GggVSAPt-HY
    • 3. Theoretical Focus
      Ethos and the personal influence of persuasion
    • 4. Ethos
      Definition
      Most important of the 3 means of persuasion
      Character
      Good sense
      Good moral character
      Goodwill
    • 5. Contemporary Credibility Research
      Congruity Theory
      Competence
      Goodwill
      Moral character
      Dynamism
    • 6. Charismatic Leadership
      Charisma
      Charismatic Leadership Theory
      Ronald Reagan, Franklin Roosevelt, Martin Luther King, Jr.
      Charismatic leadership goes far beyond traditional forms of leadership
      Prophetic wisdom, heroic stature, semi-divine nature or heavenly grace
      Charisma depends on an audience’s willingness to accept leadership as heroic and inspired
    • 7. Image Management
      Media images are…
      Synthetic
      Believable
      Vivid and concrete
      Invite passivity
    • 8. Ethos, Ethics, and Image
      When persuasion concerns conflicting opinions and values, rather than a matter of empirical truth or falsity, audiences must rely on the judgment of persuaders.
    • 9. Critical Focus: KFC and “The Colonel’s Way”
      From the classical point of view, the most important of the three dimensions of persuasion is the credibility of the persuader.
      “The Colonel’s way is still the best way”.
      Ethos as a way of persuasion
      The Colonel’s character and good sense
      http://www.youtube.com/watch?v=pwURoueDzFo
    • 10. Critical Question #1
      Does the message depend on ethos, charisma, image management or some combination of these persuasive strategies?
    • 11. Critical Question #2
      What persuasive purposes are served by the ethos, charisma or image strategies you have identified?
    • 12. Critical Question #3
      What specific elements in the message itself display ethos, charisma or image management?
      Clear vision for change
      Articulate the vision and the flaws with the status quo
      Build trust in audiences
      Unconventional, audience-centered tactics
      Creating involvement
    • 13. Critical Question #4
      How effective do these strategies appear to be?
    • 14. Critical Question #5
      To what extent do the strategies revealing ethos, charisma or image management conform to ethical standards governing persuasion?
    • 15. Conclusion
      Factors that contribute to persuasion:
      Ethos
      Goodwill
      Good sense
      Good moral character
      Competence
      Credibility
      Dynamism
      Charisma
      Image Management